Pink Purchasing: Interrogating the Soft Power of Japan's Kawaii Consumption

The cross-sectional study results reveal the importance of <i>kawaii</i> among Japanese women and positive aspects in consuming cute items; for working women, it was found, <i>kawaii</i> products help in dealing with stress and serve as a momentary gateway from the harsh world of everyday life to a romanticized world of one’s childhood and for younger women serve as a fashion statement.